Webinar: Where growth still happens when consumers spend less
Join our webinar to explore resilient categories, trade-down trends, and how to adapt pricing and portfolio strategy in a shifting consumer landscape.
How behavioral research empowered decision-making at Air France-KLM
Learn how Air France-KLM revolutionized their approach to customer research by recreating the real-life flight booking experience through innovative conjoint methodology that captures decision-making as it unfolds—moment by moment, choice by choice.
Exclusive presentation: From rigor to relevance – How applying the rigor of behavioral empowered decision-making at Air France-KLM
In this session, Cara and Inès will demonstrate how they moved beyond traditional research to capture customer behavior realistically throughout the complex, multi-stage flight booking journey. By combining three different conjoint techniques, they created a methodology that reflects authentic decision-making contexts at each critical stage of the purchase process.
Led by: Cara Wee, Associate Director, SKIM; Inès Clavé, Air France-KLM
Date: 28 September – 1 October at 02 Universum in Prague
What you’ll learn:
- How to overcome the fundamental challenge of understanding what customers truly value along their digital purchase journey
- Why relying on trade-offs made in-context reveals authentic customer preferences versus stated intentions
- The power of recreating online booking journeys to capture decision-making as it naturally unfolds
- How to balance realism, rigor, and respondent fatigue when designing complex behavioral research
- Flexibility of the conjoint methodology, how it can be customized for different industry dynamics and business goals
About the presenters:
Cara Wee
Associate Director, SKIM
Inès Clave
Strategic Insights Analyst, Air France – KLM, Netherlands
